Lianna Albrizio, Assistant Editor 11.30.23
While the beauty world was once dominated by women occupying rows of heat lamps over salon chairs waiting for their tresses to be processed, the barbershop is now staking its claim. The men's grooming market is projected to be worth a reported $115 billion by 2028, per CNN.
Aside from traditional buzzcuts, trims and facial shaving, many men’s grooming brands are turning men on to multi-step product regimens in lieu of the old two-in-one shampoo and body wash duo. Indies are a driving force. Brands like Dr. Squatch, Black Wolf Nation, Scotch Porter and Manscaped are capitalizing on men’s rising interest in wellness routines and providing a bevy of options for the debonair gentlemen. What’s more, once taboo subjects like groin upkeep are part of the conversation for modern men and their grooming needs.
Manscaped’s Cheeky Commercial
Today closes out Movember, a men’s health month, and many guys are itching to get their hair and beards trimmed or buzzed off completely. But Manscaped is steering attention in the opposite direction. In a cheeky new commercial out now, the brand is promoting its Lawn Mower 5.0 Ultra with the help of comedian Pete Davidson. He plays the owner of the “Ball-ber Shop” whose dream is for men to achieve “smooth sacks.” The brand’s new electronic groin trimmer utilizes SkinSafe technology to prevent nicks and reveal a smooth result.
“We figured the concept of a ball-ber shop, and certainly mention of something called The Screaming Eagle, would garner a laugh and make quite a lasting impression,” explained Marcelo Kertész, chief marketing officer of Manscaped. Luckily, when the mirror was held up for the guest to see the result, it was what the brand called “immaculate.”
Raising Funds and Showcasing Hairstyling Skills
In 2022, Manscaped launched an activation to raise funds for testicular cancer in the Big Apple.
This November, for the men who forwent the razor in celebration of Movember, hairstylists from David’s Barbershop in Jersey City, NJ helped shape them up just in time for the holidays.
In the month-long promotion, participants grew moustaches, goatees and beards – all in the name of raising funds and awareness about men’s health issues, namely prostate and testicular cancers and men’s suicide. The bearded men gathered at The Table Kitchen & Bar on Monday, Nov. 27 for a Harley Davidson-themed barbershop pop-up experience where they received a haircut in the private event space followed by drinks at the whiskey and beer bar.
Barbershop Owner Branches Out
For barbershop owners, there’s no greater joy than making a customer’s day with a fresh cut and even outlook on life. Such is the philosophy of Hanif Collins, a Portland, OR native who owns Tonsor Barbershop in Vancouver, WA. With more than 15 years of experience specializing in men’s haircutting, he recently branched out into his own product line, Tonsor Grade Shave Supply, which aims to reimagine the age-old tradition of a barbershop shave in the comfort of home. Products include the Cooling CBD Aftershave; Super Silvertip Badger Hair Shave Kit; Tonsor Luxury Curl Sponge; Ceramic Shave Bowl; Beard Comb; and Superior Stainless Razor.
Collins is filling a void for men’s grooming products catering specifically to men of color. His newest product launch, a vegan beard balm, hydrates to prevent stubborn ingrown hairs, while the CBD aftershave combines with aloe vera, organic camellia to soothe skin irritation associated with shaving and prevent razor bumps.
Dubbed a “People of the Streets” for his barbershop banter and care for the wellness of his fellow man, Collins recently attended a summit entitled, “Faith” at a YWCA in the Pacific Northwest to teach financial literacy.